Lenovo is maximizing its Summer Olympics sponsorship with a social media rollout dubbed “Voices of the Olympic Games.” Rohit Bhargava, SVP of Ogilvy 360 Digital Influence, described the strategy in a sentence that would give William Faulkner brain freeze:
Use Lenovo products to power athletes sharing their real experiences leading up to and during the Olympic Games directly with fans around the world.
Uh … yeah. Here’s my painstaking rehash: Ogilvy recruited 100 athletes from 25 countries to blog their Olympic experiences. Each was given a Lenovo laptop and Flip camera as an incentive.
Ogilvy and team will also be blogging over the course of the games under Lenovo Blogs. (For those whose attention spans have completely eroded, just follow @lenovo2008 on Twitter.)
Also expect to see some Facebook outreach. Intel, Citizen Sports and Federated Media are sponsoring.
